The US-based Association of National Advertisers (ANA) has warned brands that, without the creation of a ‘chief media officer’ role in an agency, conflicts could potentially arise amongst third-party ad tech partners and agency rosters.

As a result of its recent ‘Media Transparency: Prescriptions, Principles, and Processes for Marketers’ report, other recommendations made by the organisation are: advertiser should have a disciplined and reliable process for managing conflicts of interest; marketers must implement disciplined internal processes to deliver contracts designed to ensure strict accountability, and senior management oversight; and to ensure that all contracts with media agencies include ‘robust language’ to provide full transparency.

Download and read the full report here